Evonik Health Care is a solutions provider and development partner for the global health care industry.
Before the pandemic, they relied on trade shows to reach their target audience and generate leads. As all global trade shows were postponed to 2021, this method of customer acquisition was no longer viable.
There was a silver lining — an influential nutraceutical and food supplement show was scheduled to be hosted virtually.
This was an opportunity to reach new customers using marketing automation and inbound strategies. After the event, they would host two webinars to nurture leads they’d captured at the virtual event.
The client’s goal was to generate at least 30 Sales Qualified Leads (SQLs), but there were two obstacles:
They’d never run an Inbound Marketing campaign using marketing automation.
So, they reached out to Huble Digital.
We started with strategy workshops to create buyer personas, content plans and define lifecycle stages. After this, we attained a HubSpot Marketing Pro licence for content and PPC campaign deployment. Next, we created customisable landing pages and lead nurture workflows. To drive webinar registrations we used:
The COVID-19 pandemic saw the client’s bread-and-butter lead generation channels cancelled, forcing them to seek digital alternatives. Essentially, all global trade shows were postponed, with organisers having to quickly pivot to virtual alternatives.
But without a marketing automation platform and inbound strategy in place to nurture leads digitally, these virtual event opportunities would go to waste.
total leads by leveraging event sign-ups & webinar registrations
clicks using paid media, for a €68.66 average cost-per-lead.
"With a turnaround time of four weeks, I didn’t think we’d have a workable solution to acquire customers using marketing automation and inbound strategy. Thanks to Huble Digital, we got that — and more — doubling our initial goal of 30 Sales Qualified Leads.”
With just four weeks to carry out the workshops, onboard HubSpot and create and develop supporting collateral, the Huble Digital team took it up a notch to ensure success for Evonik Health Care.
Due to the tight deadlines, even staff outside of the project put their hands up to help get everything over the line!
The results are a testament to our Account Management, Content and Development teams’ willingness to go above and beyond for clients.